Hospitality Marketing Essentials: Hilton Hotel Marketing Report

This report provides a comprehensive analysis of Hilton Hotel's marketing plan, focusing on the introduction of robotic services. It begins with an introduction to marketing and its importance, followed by an executive summary outlining Hilton's brand and target market. The report details the company's vision, mission, and objectives, specifically aiming to enhance guest experiences and increase profitability through robotic technology. The STP approach is used to identify the target audience. A SWOT analysis evaluates Hilton's strengths, weaknesses, opportunities, and threats related to the new technology. The marketing mix, including product, price, place, and promotion, is discussed, along with a marketing budget. The report concludes with recommendations for monitoring and controlling marketing activities and references relevant literature. The overall goal of the report is to provide a marketing strategy for the new product that the company is thinking to launch so it cover different aspect on which the attention to be given in order to gain sustainable advantage.

HOSPITALITY MARKETING ESSENTIAL
Task 3

Table of content
 Introduction
 Marketing plan
 Executive summary
 Vision and mission
 Objective
 STP approach
 SWOT analysis
 Marketing mix
 Marketing budget
 Monetary and control
 Conclusion

Introduction
 Marketing is a process which identifies the customer requirement and
analyze whether it is feasible for the firm to produce product or services at
right price in order to conduct the buying and selling process.
 It is basically management process that has wider aspect as it help to
convert the idea into concept which probably satisfy the market.

Marketing Plan
 It is the business document that is prepared by an organization to outline
the specific marketing strategy as well as tactics in order to fulfill the
objective.
 Detail and comprehensive preparation of marketing plan need to be
evolved or change after a few course of time as the business grows in
order to engage the market effectively.
 An overview of adequate marketing plan is used to defined the marketing
strategy for few course of time.

Executive summary
 Hilton hotel and restaurant in one of the recognized hotel brands in the
global market that is operate in major part of the cities and target different
business as well as leisure traveler Being the part of the hospitality
industry the company offer various services to the customer like it provide
the popular destination space to the tourist, accommodation, food and
beverages facility.

Vision and mission
 The vision of Hilton company for using Robots is to passionately deliver
the services or value to different guest for which it will continuously
delivering the innovation and enhance the services of an organization for
long duration.
 Along with that the mission of company for Robotics is to focus on
routine operations so that the manager can implement the essential
decision and provide supreme quality of services.

Objective
 As hospitality industry is all about delivering services to guest, so the
prime objective of Hilton hotel for launching Robotics is to enhance the
experiences of guest.
 This can even help the hotel to increase the overall profitability by 10%
within six months as it can help[ to personalize the stay of guest.

STP Approach
 Hilton hotel uses STP approach to select the
individuals to whom the services can be delivered
for which it is positioned in order to appeal the
aspiration of determined individuals in an efficient
manner.

SWOT Analysis
Strength
Hilton company already has the renowned image among the audience. So
introduction of Robots to deliver personalised services can help the company to
attract the interest of existing and potential customer. This can finally help the
company to gain long term competitive advantage.
Opportunity
By using cost effective digital technology the company can promote its new
product that is Robotics that will lead to increase in customer engagement. It can
simply post various images and short video clip that can help viewer to understand
how their needs are taken care by Hilton company.
Weakness
The idea of Robotics can generate the insecurities amongst the staff because use of
artificial intelligence or such invention have more potential to perform the
operation without any mistake or fatigue.
Threat
After launching Robotics the overall cost of services goes up, which finally
customer has to bear. Thus, it is relatively easier for Hilton hotel to attract audience
by retaining acts as a challenge for them.

Marketing mix
 Product: Hilton company provide the wide range of hospitality services
via its length chains.
 Price: The company usually offer services at premium prices to its
exclusive audience like, the resorts of Hilton are near beaches to give long
term memorable experience to customer.
 Place: Hilton has currently spread its business in approximately 103
countries but the company will launch Robotic only at London to identify
the interest of customer and difference in their profitability ratio.
 Promotion: Hilton company will use social media, website as well as
search engine optimization to promote the Robotics.

Marketing budget
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year Total
Initial money 4500 5000 5300 7000 6000
Investment 10500 10500 12400 12000 12000
Total 15000 15500 17700 19000 18000 69200
Marketing outlay
Sales publicity 3400 4200 3250 4500 3900
Promotion 2250 3500 2200 3000 3100
Administration cost 2200 2200 2200 2300 4000
Total 7850 9900 7650 9800 11000 46200

Monetary and control
 The managers of Hilton company need to target their audience in such a
manner they get influenced to visit the Hilton hotel and get the experience
of Robotics technology.
 Further, all the activities needs to be carried out by making effective use of
the resources and minimize the gap between actual and standard
performance.

Conclusion
From the above report it has been determined that marketing plan is basically
designed for the new product that the company is thinking to launch so it cover
different aspect on which the attention to be given in order to gain sustainable
advantage.

References
 Allen, M., 2016. Essentials of publishing qualitative research. Routledge.
 Blakemen, R., 2014. Strategic Uses of Alternative Media: Just the Essentials:
Just the Essentials. Routledge.